When I started K&K Hotel Group back in 2008, I knew one thing for sure—growth wouldn’t come from luck, it would come from smart decisions. One of the most important choices hotel owners have to make early on is whether to operate as a franchise or to go independent. Both paths come with opportunities and challenges, and there’s no one-size-fits-all answer. But after years in this business and watching our portfolio grow, I’ve learned how critical this decision is to the long-term success of a hotel.
If you’re in the early stages of building your hotel business or considering expanding your current operations, here’s my take on the pros and cons of each route, and how to choose what’s right for your growth.
The Franchise Advantage
Franchising is one of the most common paths in the hotel world. Big names like Marriott, IHG, Hilton, and others offer strong brand recognition, proven systems, and built-in guest loyalty. When you align with a well-known brand, you’re tapping into an existing customer base that trusts what they know. That trust often translates into bookings—especially for first-time or business travelers who want consistency.
In my experience, this recognition makes it easier to get financing from banks or investors, since franchises are seen as lower risk. The franchisor provides standardized systems, training, and support, so you’re not reinventing the wheel when it comes to operations. And let’s not forget the power of a national or global reservation system—it can fill your rooms faster than any independent marketing campaign.
The Cost of Convenience
But the franchise route does come with a price—literally. Between franchise fees, royalty payments, marketing contributions, and compliance with brand standards, it can get expensive. And sometimes, those brand standards can limit your flexibility. You might want to try something innovative or tailor your service to the local market, but you’re restricted by corporate guidelines.
I’ve seen cases where hotel owners felt they couldn’t fully express their creativity or respond quickly to changing market demands. So, while the franchise model gives you structure and reach, it can also feel a bit rigid if you’re someone who values independence.
The Independent Route: Freedom with Responsibility
Running an independent hotel gives you the freedom to create something unique—from the design to the guest experience. You can shape the hotel around your vision and values. Want to support local artists, serve regional cuisine, or build your own loyalty program? You can. There’s no brand rulebook holding you back.
Independent hotels can stand out in markets where travelers are seeking something different from the cookie-cutter chain experience. They’re ideal for boutique concepts, lifestyle-driven properties, or destinations with a strong local identity.
But with that freedom comes more responsibility. You’ll need to build your own reputation, invest in your own marketing, and develop all your systems—from booking engines to employee training. You’re the brand. That means more risk, but also more reward if done right.
Growth Considerations: What Are You Building?
When it comes to growth, the right path depends on your goals. At K&K Hotel Group, we’ve leaned into franchising because we’re focused on scaling efficiently. A brand like Marriott or IHG helps us grow faster in multiple markets without compromising on standards. But we’ve also looked at opportunities for independent concepts when the market calls for it.
If you’re looking to grow a regional or national portfolio, franchises can help you replicate your success and secure financing more easily. But if you want to build a niche brand or operate a one-of-a-kind property in a unique location, the independent route might be a better fit.
The question isn’t which is “better,” it’s which one aligns with your vision and resources.
Hybrid Options: A Middle Ground
There are also hybrid paths. Some companies offer “soft brands,” which allow hotels to keep their individuality while benefiting from a larger distribution system. Examples include Marriott’s Autograph Collection or Hilton’s Curio Collection. These options give you more creative control while still tapping into the power of a known brand and loyalty program.
For many hotel owners, this hybrid approach strikes the right balance between independence and support.
Final Thoughts: Know Who You Are
Choosing between a franchise and an independent hotel is really about knowing who you are as an operator and what kind of business you want to build. Do you thrive with structure and scalability? A franchise might be your path. Do you dream of building something original and deeply connected to a specific community? Independence could be the answer.
Either way, success doesn’t come from the model alone. It comes from people, process, and product—that’s the K&K philosophy. Whether you’re flying a flag or building your own, the fundamentals of great hospitality don’t change.
As hotel owners, we have the chance to shape how people experience travel. That’s a powerful responsibility. Whichever road you take, make sure it’s one that lets you stay true to your vision and grow with purpose.